Destination NSW has launched a new campaign over the weekend to promote the state’s natural and cultural experiences.
Featuring 60-second, 30-second and 15-second TV spots, digital media, including video on demand and subscription TV, media partnerships, public relations and trade activity, the ‘Feel New’ campaign made its debut on Sunday.
The stunning feature film features Nina Simone’s 1965 track, Feeling Good, re-recorded by NSW artist Azure Ryder and producer duo Breathe, as well as a performance by Bangarra Dance Theatre.
A series of seven ‘Feel’ films will be released as part of the campaign, each exploring the feelings a visit to NSW can give travellers, including joy, connection, freedom, awe, rejuvenation, belonging and adventure.
The campaign was launched by the NSW government and was developed in partnership with advertising agencies Leo Burnett Australia and Havas Media Australia.
NSW Minister for Tourism Stuart Ayres said now was a critical time to market NSW as the feel-good state.
“This campaign sums up all the things I love about our State,” Ayres said.
“It invites everyone to get out and appreciate the beauty and wonder of NSW and promises a return to the excitement and adventure that we all need to feel new again.
“We know NSW offers diverse and compelling destinations and experiences like nowhere else. From the vibrant 24-hour culture of Sydney, Australia’s only global city, to the unique experiences provided by our regions, NSW’s tourism offering is unmatched.”
‘Feel New’ links the natural wonders and vibrant culture with the emotional benefits both Sydney and NSW offer.
Destination NSW chief executive Steve Cox said Feel New brought a fresh new approach to the marketing agency’s strategy to grow visitation and visitor spend.
“As humans, we know that when we take a break, we feel better,” he said.
“We feel energised and renewed, and we are happier, not only when we are enjoying that break, but also once we return to our regular lives. The holiday high stays with us.
“I am inspired and transformed every time I take a trip in NSW – these rich, emotional benefits are what we all crave and are seeking in our lives. Feel New was informed by this consumer desire, but founded on the endless feelings the state gives you when you visit.”
Cox said the Feel New positioning will inform all Destination NSW’s marketing activity moving forward, including an upcoming tactical campaign focused on supporting the recovery of the NSW visitor recovery in the aftermath of COVID-19.
“Feel New is a brand platform for NSW for the long term,” he said.
“Other campaigns will be developed to work within this brand framework, such as our upcoming recovery campaign, which will launch in November to drive conversion to support tourism recovery, but it will lean in and support the Feel New message and position.”
A complimentary recovery plan will launch on 14 November. Phase two of the Feel New campaign will roll out from February 2022.
Featured image source: Destination NSW
